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NEW YORK -- After an overwhelming response to its free-haircut-for-kids program last month, J.C. Penney will be making the offer permanent every Sunday, starting Nov. 4.

Penney says 1.6 million children received free haircuts in August.

The decision underscores the extent of new CEO Ron Johnson's efforts to re-energize the chain and transform every aspect of its business, from pricing to a new shopping experience.

The move comes as the Plano, Tex.-based company grapples with two straight quarters of losses and severe sales drops as shoppers, accustomed to sales signs, have been turned off by a new pricing plan. The strategy, implemented Feb. 1, involves eliminating hundreds of sales events in favor of every day prices. Penney has also started to launch new branded shops within its stores.